Italy: the world’s favourite motorcycle brand

Italy is facing crisis. In the news almost daily, the dire economic situation of the world’s 8th largest economy is crushing the country. There is talk of default, of exiting the Euro and the government of prime minister Silvio Berlusconi survives by a thread with political instability the new normal. Violent riots in Rome, the collapse of consumer financing options and a domestic scooter market in free fall add to the malaise, making selling exotic motorcycles seem like an anathema. Almost symbolically, Italy’s great motorcycle racing hero Valentino Rossi now riding for Ducati, has failed spectacularly to fulfill the collective dream of winning a Grand Prix world championship on an Italian bike. It is not all bad news, though.

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